The Taste Pure Nature brand is continuing to pay dividends for New Zealand’s beef and lamb sector, a new survey says.
The quarterly brand survey by Beef +Lamb NZ (BLNZ) shows more United States and Chinese consumers are aware of, and looking for, NZ grass-fed beef and lamb.
In the US, Taste Pure Nature continues to influence “conscious foodies” in California, with 79% saying they would consider buying NZ lamb as a result of seeing the campaign, while 75% expressed the same interest in beef.
“BLNZ’s latest brand tracking shows the value perceptions and intent to buy and recommend New Zealand products are significantly higher than ever before,” BLNZ global manager NZ red meat story Michael Wan said.
The ongoing marketing activities include paid advertising campaigns, utilising billboards strategically placed in high-traffic areas across Los Angeles. The billboards have generated 52.5 million impressions and resulted in a 15% increase in sales volume of Silver Fern Farms product compared to the previous campaign period.
Digital marketing has generated more than 9.7 million impressions, 1.2 million brand video views and 54,000 clicks to the website. In May, Taste Pure Nature’s Facebook page gained an 88.4% increase in followers.
The campaign also continues to have a positive impact on China’s “conscious foodies”, with NZ being the country of origin most strongly associated with good taste for beef (29%) and quality for lamb (18%).
In May, Taste Pure Nature launched a WeChat Mini Program – a mini-website for consumers to learn more about NZ grass-fed beef and lamb and where to buy it.
In addition to a successful Chinese New Year campaign, BLNZ launched a summer campaign in partnership with Go Kitchen, the largest cooking and recipe app in China, centred on enjoying seasonal produce in the outdoors. The campaign generated more than 62 million impressions and 754,000 engagements in its first phase.
Taste Pure Nature plans to launch a pilot project in China, testing the feasibility of branded ready-to-heat beef and lamb meals.
Wan said by exploring new value-add retail pathways and evaluating the success of the project, the programme is looking to provide exporter brands with more opportunities to showcase their products and meet consumer demands.